Running on air

shopping August 07, 2018 15:06

By The Nation

10,908 Viewed

Sportswear apparel brand Under Armour (UA), has opened Southeast Asia’s most cutting-edge Brand House at CentralWorld, showcasing UA’s advanced tech and unveiling its new running shoes, the HOVR Series 2.

The HOVR Series 2 feature UA’s HOVR technology, the brand’s latest innovation in footwear cushioning that’s set to provide a zero gravity feel, allowing wearers to run longer and jump higher.

Its compression mesh Energy Web contains and moulds the UA HOVR foam to give back the energy the wearers put in and eliminate impact. The design team brought the look and feel of apparel into two new styles, the HOVR Sonic and HOVR Phantom, by incorporating Twisted Knit into the uppers of the footwear.

HOVR Series 2 has been engineered to provide the ideal combination of cushioning and energy return. While the HOVR Phantom is geared more towards the casual runner, with a focus on comfort and lifestyle, the HOVR Sonic has been designed for speed and distance and is for the athlete and serious runner. The HOVR Phantom also sports a trendy mid-top design, with a high cut cuff and external heel counter for increased stability, while the HOVR Sonic has a classic low top design, with a threadbone flat knit upper that provides a breathable, compression-like fit to deliver lightweight directional strength and unmatched comfort.

A selection of some of Under Armour’s 22 local brand ambassadors, including national boxer, Wuttichai Masuk, bodybuilder Pornpaisan Ruangsangpen and tennis players Kamonwan Buayam and Bunyawi Thamchaiwat were at the event to demonstrate the brand’s performance-boosting qualities.

This opening marks the 11th Under Armour Brand House in Thailand, and the most innovative in Southeast Asia to date. With 21 Under Armour locations opening across the country in just three years, Thailand is the fastest-growing location for the brand in the region.

“The opening of our most innovative Under Armour Brand House in Southeast Asia is the perfect opportunity to debut our HOVR Series 2, which feature the most cutting-edge cushioning available. With these launches, we’re strengthening our position as a sportswear pioneer as well as bolstering our presence in Thailand, which is one of UA’s strongest markets,” says Michael Binger, chief executive of Triple, sole distributer of Under Armour in Southeast Asia.

To further support Thai customers, Under Armour offers a digital platform via MapMyFitness and MyFitnessPal to support anyone interested in improving their health and fitness.

MapMyFitness is the best mobile fitness tracking experience, backed by the world's largest digital health and fitness community. With this application, athletes will be able to track and map every run. After each run, users will receive feedback and statistics to improve their performance and get inspired to reach new running goals with a community of more than 50 million runners. This is backed by MyFitnessPal, which provides free access to the world’s largest nutrition and calorie database with over six million foods.

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